“Historias de la leche”, our first advertising campaign for Central Lechera Asturiana
Central Lechera Asturiana and El Laboratorio, start this year a new communication concept: “Historias de la leche”. This new path consists on cow-characters starring daily situations and demonstrating the advantages of living in an Asturian meadow, and the benefits of belonging to Central Lechera Asturiana. Meanwhile all the brand values are shown.
There are four TV spots, “Carnívoro” and “Fitness”, introducing the traditional milk “Pasta al pasto”, presenting the cooking cream and “Botequilla” for butter. This advertising campaign gives a sharp turn to what CLAS has been doing until the moment, presenting all the category products in a different way.
The aim of “Historias de la leche”,is to get closer to their natural environment roots, that is the brand’s hallmark. This campaign is thought to renew and support the traditional brand identity, without losing its beginnings but renewing them.